A sneak peeks of 'The world of of the buyer/user of insights' by Ray Poynter, ESOMAR Council Member.
The primary aim of these 28 Questions is to increase transparency and raise awareness of the key issues for researchers to consider when deciding whether an online sampling approach is fit for their purpose. Put another way, the aim is to help researchers to ensure that what they receive meets their expectations. The questions are also designed to introduce consistent terminology for providers to state how they maintain quality, to enable buyers to compare the services of different sample suppliers. Notes on the context of the questions explain why the questions should be asked and which issues researchers should expect to be covered in the answer.
The primary aim of these 28 Questions is to increase transparency and raise awareness of the key issues for researchers to consider when deciding whether an online sampling approach is fit for their purpose. Put another way, the aim is to help researchers to ensure that what they receive meets their expectations. The questions are also designed to introduce consistent terminology for providers to state how they maintain quality, to enable buyers to compare the services of different sample suppliers. Notes on the context of the questions explain why the questions should be asked and which issues researchers should expect to be covered in the answer.
Following the ESOMAR Neuroscience seminar in June 2011, it became clear that ESOMAR has a role to play in helping the Neuroscience area of research to grow and flourish in the years to come. Alongside a team of experts we believe that this can best be archived by producing a set of questions. In essence the "36 questions to help commission neuroscience research" is a set of questions which will help buyers ensure they are using the correct neuroscience tool for their research purpose while helping providers of neuroscience tools meet the needs of their clients.
This set of three Guidelines deals with issues which need to be considered when commissioning a marketing research project. Such projects may be carried out by a variety of organisations ranging from individual researchers or consultants to large multi-national companies offering a wide range of services. Throughout these Guidelines, the term agency is used to cover all such possibilities. The main objective of these Guidelines on commissioning research is to assist both client and researcher by reminding them of the various issues involved in specifying and agreeing a research project. In this way they seek to reduce the risks of error, omission or misunderstanding and to help to improve the general quality of research projects. They cover a wide range of items and are designed as a guide or aide-memoire to help the parties involved without imposing specific obligations upon them. The need for this publication is probably most acute among inexperienced users of research, but even the most experienced clients and suppliers can benefit from a checklist approach. This is especially the case with international projects, where mistakes and misunderstandings can easily occur in setting up a project at long range.
This set of three Guidelines deals with issues that need to be considered when commissioning a marketing research project. Such projects may be carried out by a variety of organizations ranging from individual researchers or consultants to large multi-national companies offering a wide range of services. Throughout these Guidelines, the term agency is used to cover all such possibilities. The main objective of these Guidelines on commissioning research is to assist both client and researcher by reminding them of the various issues involved in specifying and agreeing on a research project. In this way, they seek to reduce the risks of error, omission or misunderstanding and to help to improve the general quality of research projects. They cover a wide range of items and are designed as a guide or aide-memoire to help the parties involved without imposing specific obligations upon them. The need for this publication is probably most acute among inexperienced users of research, but even the most experienced clients and suppliers can benefit from a checklist approach. This is especially the case with international projects, where mistakes and misunderstandings can easily occur in setting up a project at a long-range.
Internet based research is very experimental in nature due to the rapid development of the Internet. Because of this rapid growth, theory has been slow to catch up. As Harris (1997) points out, marketing activities on the Internet can largely be regarded as practice without theory. This paper will attempt to propose some practical solutions for Internet based research. It represents the view of the commercial research buyer/ user, and has both a South African and global focus.
This paper addresses the important role that the Internet plays in a changing market research environment. It uses case histories as a backdrop to analysing the problems and advantages associated with Internet-based research. It also identifies possible means of overcoming problems and utilising advantages.
The paper begins with an overview of the Arab World and some of its main characteristics, followed by a review of research suppliers operating in the Arab World and available research services. On this background the paper enumerates and discusses a number of research problems which face a research buyer with a Western experience and working in a Western company, for whom the Arab World constitutes an export market for already established products or services.
When he comes to assess what he should reasonably invest in a piece of research, the research buyer may try to apply a relatively simple, "Bayesian" method. It consists first in writing down four figures which are the basic data of his problem (the "Gain", "Loss" and "Bet" at stake on one side, and the contemplated research "Validity" on the other). Then, from these four figures, a relatively simple computation gives him an estimate of the contemplated research "Value" or worth. The following contribution, after reviewing these five notions, gives examples of the way in which research value varies according to each of the other four elements. Finally, after discussing the limitations of the applicability of this method, especially in social research, this contribution concludes that the method, not presented as an exclusive panacea, may be quite useful to the research buyer.